Dow Jones Reuters Business Interactive officially changed its name to Factiva
, a name the company believes more readily conveys the essence of its site. Factiva offers access to full reports from Reuters and Dow Jones & Co. journalists around the world, including The Wall Street Journal and its international editions; historical perspective from more than 7,000 publications; Internet-based technology, and software allowing personalized delivery of information. Interbrand, New York, a marketing consultancy, assisted with the rebranding effort. A targeted advertising campaign announcing the relaunch of the Web site is planned.
Copyright November 1999, Crain Communications Inc.